Your Bratrax Lite questions, answered.

How is Bratrax different from Triple Whale, Northbeam, or Hyros?

Flat $99/mo regardless of GMV. No contract, no demo. Same caliber of attribution methodology — none of the sales-team overhead. We give you an MCP endpoint so your data connects to the AI you already pay for. The incumbents don't. Full breakdowns: Bratrax vs. Triple Whale, Bratrax vs. Hyros.

How much of my unattributed "Direct" revenue can Bratrax recover?

Significantly — but the honest answer is "it depends on your stack." On one Bratrax client we got it to 3%. Another landed at 5%. Some clients will always carry a higher "direct" bucket no matter what tool they use, because of how their traffic flows. We're not going to promise you a number.

What we will promise: by the time we're done stitching, you'll see pretty much the entire journey your customer took on your site before buying — every session, every source, every touch we can recover. The mechanism is our tracking pixel capturing the on-site journey, plus your store's full order record as a ground-truth fallback when the pixel misses. You get the journey. What you do with it is up to you.

How accurate is Bratrax's attribution?

Honest answer: no tool can give you "perfect" attribution — and I want to be clear about why, because most tools either dodge this question or quietly sell you the lie.

Perfect attribution doesn't exist because attribution is not causation. We are not telling you why a customer bought. We can't. Nobody can. What we're showing you is what your customer actually did on your site before they bought — the sessions, the channels, the sequence. That's correlation, presented honestly. The moment a tool tells you it knows why an order happened, it's stopped doing analytics and started doing astrology.

Bratrax gives you the picture. You bring the judgment.

Which attribution models does Bratrax support?

Five standard models out of the box: first-touch, last-touch, linear, time-decay, and position-based. We recommend anchoring decisions on first-touch and last-touch — see the next question for why.

Should I use first-touch, last-touch, or multi-touch attribution?

We recommend anchoring decisions on first-touch and last-touch — they're the foundation. First touch is where the journey started. Last touch is what closed it. Everything else — linear, time-decay, position-based — is a derivative of those two anchors. If your first and last touch data isn't clean, no fancier model will save you.

We built the data layer underneath so that once your basis is solid, any other model can be added on top in minutes — it's a config change, not a re-architecture. We give you the five standard models out of the box, but here's the honest framing: use single-touch for decisions (the math is additive — one order, one credit, revenue sums correctly), use multi-touch for exploration.

Does Bratrax track customers across devices?

Yes, where an identifier connects the devices — we stitch journeys using email, customer ID, and first-party identifiers, within what the shopper's cookie-consent choice allows (consent rules vary by region). What we can't stitch is a journey with no shared identifier, like a view-only Meta touch on phone followed by a Google search and purchase on desktop — no tool can; that's a structural limit of click-stream attribution.

What we do differently: you can inspect the stitching yourself, order by order. Open the Attribution dashboard, click any Attributed Orders number, and pick an order — you'll see the full journey we reconstructed: every touchpoint, the evidence behind each match, and which touchpoint won under your selected attribution model.

Which dashboards come pre-built?

Seven default dashboards:

1. Store Performance — revenue, spend, returns, MER (Marketing Efficiency Ratio = revenue ÷ total ad spend), blended ROAS, new vs. returning customer mix, subscription health (active subs, MRR, churn, LTV).
2. Attribution — channel-to-ad drill-down with MER, blended ROAS, blended CPA, NC ROAS, NC CPA, contribution margin, CPM, CTR.
3. Customer Analytics — cohort retention, customer & subscriber LTV, subscriber acquisition by channel, MRR & growth trends over time.
4. Email & SMS — your connected email & SMS platform's campaigns and flows (sends, open/click rates, unsubs), list health, lifetime email/SMS revenue + subscriber LTV.
5. Products — net revenue, units sold, total discount, top products and SKUs by revenue, per-SKU detail with variants.
6. Commerce Profile Graph — known customers, reachable leads, and anonymous profiles observed across Shopify, Klaviyo, and first-party activity. Surfaces activatable segments with recommended actions, customer value and acquisition rolled up from attributed sales, plus lead and intent signals.
7. Profile Explorer — builds out the audiences you serve, split into customers, leads, and anonymous visitors based on observed activity. Complements the Commerce Profile Graph and helps you surface and activate the lurkers (anonymous visitors) before they ever raise a hand.

Can I customize the dashboards?

Yes. The default dashboards are a starting point, not a straitjacket — open any dashboard, click Edit dashboard, and rearrange, add, or change charts to fit how you work. For anything you can't put together yourself, email support@bratrax.com — several of today's dashboards started as customer requests.

How often does Bratrax refresh my data?

Store data (Shopify/WooCommerce orders): hourly. New orders appear in your dashboard within about an hour of being placed. Ad platform data (Meta, Google, TikTok, Bing, Pinterest, Taboola, Outbrain, Klaviyo): every 4 hours. Spend and performance can therefore trail the ad platform's own UI by a few hours — that's the sync interval, not missing data.

Why not real-time: tools that show "instant" sales are reporting off their pixel alone. Bratrax uses pixel data to enrich your actual order record — the number you see reconciles with your store, at the cost of up to an hour of lag.

Can I run Bratrax alongside my current attribution tool?

Yes — run them side by side. That's literally what the $1 trial is for: pay $1, run Bratrax beside your current tool for your first month, see whose numbers reconcile better. Already tagged with Hyros, Triple Whale, or Northbeam templates? Bratrax recognizes those parameters and maps them automatically — no retagging needed. Bratrax doesn't overwrite anything in your ad accounts and won't break your existing pixel or CAPI setup. Most brands stop comparing after week two.

What's an MCP endpoint?

MCP (Model Context Protocol) is an open standard that lets AI assistants connect to external data sources. Your Bratrax MCP endpoint lets Claude query your attribution data directly — cohort cuts, custom calculations, anything you'd otherwise export to a spreadsheet.

Setup takes about 2 minutes from Settings → MCP in the app. You bring your own Claude account. We provide the data connection — no additional cost from us, no token markup.

Do I need to use AI to get value from Bratrax?

No. The dashboards stand alone and answer the most common questions out of the box. The MCP endpoint is there for when you want to go deeper than the dashboard — cohort cuts, custom calculations, anything you'd otherwise export to a spreadsheet.

Does Bratrax work with Claude or ChatGPT?

Claude, yes — two ways. Connect your own Claude account through the MCP endpoint, and the AI side runs under your Anthropic account. Or use the Bratrax assistant for Slack, which we run for you — no AI account needed on your end.

ChatGPT isn't supported yet — OpenAI support is on our roadmap. Why Claude first: most of the DTC operators we work with are on Claude.

Is my data sent to my AI provider when I query?

Only when you ask it something, and only the data needed to answer that question. Nothing runs in the background.

If you connect your own Claude account through MCP, that data goes to your Anthropic account, under your contract with them. If you use the Slack assistant, your question and the data needed to answer it go to Anthropic on our account.

What does Bratrax Lite cost?

Bratrax Lite is $99/month flat, month-to-month, with a $1 first month. No annual contract, no GMV-based scaling, no per-event fees. One click to cancel — we don't make you call anybody.

How does the $1 trial work?

Pay $1 to start. For your first month, run Bratrax beside whatever attribution tool you're using today — you don't have to switch yet. If by your renewal date we explain at least as much of your revenue as your current tool does, you keep us at the rate shown on the pricing card. If we don't, cancel from settings before your renewal date and you pay nothing more.

When does my trial end?

Your first month is $1. After that, your subscription renews at $99/mo on your monthly anniversary — the same day of the next month you signed up. We'll send you a renewal reminder 7 days before, and again 1 day before, so you have a full week to decide. Cancel from settings in one click if you want out. No questions, no follow-up.

Why is the price $99 and not $5?

Per-client infrastructure runs us about $2–4/month. We could charge $9 and still be profitable. We don't, because that's race-to-the-bottom logic and it eventually compromises the product.

$99 funds a small team and the refusal to take outside money. When founders complain about $300–$1,500/mo attribution tools, the real complaint isn't "analytics should be free." It's "that $300–$1,500/mo is paying for sales teams, conferences, and investor returns — not better tech."

Are there hidden costs?

No. $99/mo flat. Your Anthropic API bill goes directly to Anthropic — we don't mark up tokens or take a cut. No per-event fees. No GMV-based scaling.

Do I need to pay annually?

No. Your first month is $1. After that, $99/mo on your monthly anniversary, month-to-month. One click to cancel — we don't make you call anybody.

What's the difference between Lite and Clear Vision?

Lite is self-serve at $99/mo. Opinionated dashboards, an MCP endpoint into your warehouse, five attribution models, live in minutes.

Clear Vision is a service starting at $5K/mo: a dedicated human analyst, a custom data model built around your business, weekly strategic reviews, Slack access to the data team. Most brands start with Lite. You'll feel the ceiling when you hit it.

Can I upgrade from Lite to Clear Vision later?

Yes. Your data and dashboard setup travel with you.

Is there a Bratrax demo?

Yes — go to bratrax.com/try-demo, enter your email, and you get viewer access to a real demo workspace with live dashboards. The fastest way to see the product before paying anything.

How long does setup take?

Most brands go from signup to live dashboard in under 10 minutes: connect your store (Shopify or WooCommerce), link your ad accounts, and dashboards populate with your recent data within minutes. No onboarding call needed. For Shopify, tracking is set up automatically — no manual pixel install; for WooCommerce, onboarding walks you through installing our WordPress plugin.

Two timelines to expect: recent data (last 14 days) — minutes. Your dashboards go live on this. Full history — hours to a few days. A historical backfill (roughly 60 days for ad platforms, a full year for your store) loads in the background.

Does Bratrax track external landing pages and funnels?

Yes. If you have lead pages, custom pre-sale pages, or a checkout outside your store platform, the onboarding walks you through copying and pasting the tracking snippet to them. Stores without external pages skip this step entirely.

Do you offer onboarding calls?

There's no sales call to sit through — the product is designed to be self-serve. If you get stuck, email support@bratrax.com: for setup questions we'll usually record you a personalized walkthrough video, and short calls can be arranged when a video won't cut it.

What platforms and integrations do you support?

• Commerce: Shopify (store, including Shopify-native subscriptions) and WooCommerce, plus external landing pages / Funnelish funnels via our tracking pixel
• Ads: Meta (Facebook/Instagram), Google Ads, TikTok Ads, Microsoft/Bing Ads, Pinterest Ads, Taboola, Outbrain
• Email/SMS & CRM: Klaviyo, Bloomreach
• AI: connect Claude to your data via the MCP endpoint, or add your Anthropic API key to use the AI chat inside Bratrax

Which integrations are on the roadmap?

ClickFunnels and GoHighLevel page builders, Amazon Ads, and dedicated subscription tools such as Recharge, Bold, and Skio are coming next.

If a platform you need is missing, email support@bratrax.com — it genuinely shapes what we build next.

Does Bratrax work with WooCommerce or WordPress?

Yes — WooCommerce support is live. Setup has two parts, and onboarding walks you through both: connect your store so Bratrax can read orders (a standard WooCommerce API authorization — no code changes), and install the Bratrax tracking plugin on your WordPress site. Orders sync hourly and we backfill a full year of history after you connect.

Do you support agency call funnels or affiliate marketing setups?

No. Lite is D2C-specific. If your stack is built around high-ticket call funnels or affiliate VSLs, we're not the tool for you yet.

Can I track multiple stores in one Bratrax account?

Yes. Bratrax supports multi-store accounts: one parent account — a single subscription — owns multiple stores, each with its own connectors, pipeline, and dashboards, and you switch between them with the store dropdown in the header. There's no extra charge for additional stores. To get multi-store enabled on your account, email support@bratrax.com — once it's active, you'll see an Add store button in the app.

What if it doesn't work for me?

You cancel from settings in one click before your renewal date and you pay nothing more. The $1 you paid to run us beside whatever you're using is non-refundable — that's the price of the comparison. We'll ask what didn't work — we genuinely want to know — but that's it: no sales call, no pressure campaign to win you back. We'd rather you cancel cleanly than stay because canceling was friction.

Is my store data safe?

Yes. Your data lives in its own dedicated database, isolated from every other client's — never pooled into a shared table. We don't share it between clients, we don't sell it, and we don't use it for anything other than powering your dashboards and your MCP queries. It's the same isolation architecture behind our enterprise Clear Vision plan — you get that security on Lite too.

Can I export my data?

Yes, a few ways. Every chart and table on every dashboard can be exported — open the dashboard, click Edit dashboard, then Go to explore on any widget and use the Export button (CSV, Excel, or Parquet). Technical users get full SQL access through the MCP endpoint. And if you want everything at once — into your own BigQuery or S3, say — email support@bratrax.com and we'll arrange the export. Your data is yours; no hostage situations.

How do I cancel my Bratrax subscription?

Go to Settings → Billing in the app and click Manage Subscription. That opens your billing portal, where you can cancel, change your payment method, or download invoices — no email or call required. After you cancel, your access continues to the end of the period you already paid for, and you can un-cancel from the same portal any time before it ends.

What happens if I cancel?

Your access continues to the end of the paid period. When it ends, your data and setup are retained as they are — nothing is deleted — but new data stops being pulled in and your dashboards stop refreshing. Resubscribe whenever the timing's better and you pick up exactly where you left off. Want anything exported before you go? See "Can I export my data?" above.

What happens if Bratrax gets acquired or shuts down?

Whatever happens to us, your data isn't trapped. Two things protect you: your source data always lives in your own accounts — your store platform, your ad platforms, tools like Klaviyo — so we're never the only copy. And your data is exportable — dashboard data, attribution, and order-level records can be exported from your dashboards at any time, and if you ever leave, you can request a full export from support@bratrax.com and we'll hand over your complete dataset.

How do I install the Bratrax app for Slack?

From inside Bratrax, not from Slack. Go to Settings → Slack and click Connect Slack. That takes you to Slack's approval screen and back — one click, and the bot is in your workspace.

It has to start on the Bratrax side because the connection needs to know which store it's answering for. Installing from Slack first would give you a bot with nothing to say. Once it's connected, invite @bratrax to any channel or send it a direct message, and ask.

You'll need a Bratrax account with your store connected first. If you don't have one yet, join the waitlist — we open enrollment in waves.

What can the Slack app see?

Only the conversations it's part of — channels you've invited it to, and DMs you send it. It can't read channels it isn't a member of, and it doesn't post unless you mention it or message it directly. There are no alerts and no scheduled digests; it speaks when spoken to.

It doesn't store your messages. Your question is read in order to answer it and isn't written to our database. What we do store is the workspace connection itself: your workspace ID and name, the access token Slack issues us, and which Bratrax account it's linked to.

It's read-only over your data. It can query your metrics and read your dashboards. It can't write to your data, your store, or your ad accounts. And it only ever reaches the one Bratrax account the workspace is connected to — it can't be talked into showing anyone else's numbers.

To answer a question, we send it — along with the store data needed to answer — to Anthropic's Claude. See the privacy policy for the full picture.

How do I disconnect it?

Two ways, and either one is enough. In Bratrax, go to Settings → Slack and click Disconnect. Or remove the app from your Slack workspace the way you'd remove any app.

Both revoke the access token with Slack and delete the stored connection. The bot stops responding immediately, and none of your Bratrax data is affected — you can reconnect later whenever you want.